What to Know
At a time when parents are more conscious than ever about the sneaky ways that children are being exploited by advertising and media, the once popular brand Frida Baby is under major backlash. Known for their postpartum and baby products that have been mostly beloved by new moms everywhere, their advertising tactics have come under a microscope recently, and people are so disgusted that they’re boycotting the brand entirely from now on.
The company’s past social media posts are going viral.
The controversy first started when a post that was originally shared on Frida Baby’s official Instagram account went viral. The post, which appears to have been deleted from the account, was an advertisement for the company’s rectal thermometer for babies that read, “This is the closest your husband’s gonna get to a threesome.”
Customers must not have thought much about it then — after all, we all did have a lot going on in 2020 — but under a 2026 lens, it’s not looking great, and it’s also prompted people to
The situation has sent several TikTokers down a rabbit hole.
@sipteawithbrittney Hey FridaBaby…. WTF??? Here’s the OP @Jenna if you’re interested in reading the comments on her post as well. #fridababy #baby #frida #babyproducts #motherhood ♬ original sound – ✿ | B R I T T N E Y | ✿
As many concerned people on TikTok and other social media apps have pointed out, the products’ packaging itself is also questionable, and there seems to be a lot of sexual innuendo involved.
For example? The side of the package for Frida Baby’s forehead and ear thermometer says “How about a quickie?”
The brand says it all comes down to your sense of humor as a parent.
The brand responded with a statement that was issued to several news outlets, but some parents don’t believe it’s enough — especially since it doesn’t involve any type of apology.
“From the very beginning, Frida has used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken,” said the statement. “We do this because parenting can be isolating and overwhelming, and sometimes a moment of levity is what makes a hard experience feel human, shared, and survivable.”
“What’s funny to one parent can feel like too much to another. We’re never trying to offend, push boundaries for shock value, or make anyone uncomfortable,” the statement continued, adding, “We will continue to show up with honesty, empathy, and courage. With each decision we make, we will continue to evaluate how we express our voice so that our commitment to families is unmistakable and our tone always meets the moment.”
